Wunderkind and Walmart Connect Drive $3M+ in Incremental Sales for Leading CPG Iced Tea Brand

The iced tea brand needed more than just ad impressions, it required verified incremental sales, efficient media spend, and a way to cut through digital clutter. Traditional display tactics weren’t delivering the precision or performance needed. The agency sought a solution that could utilize Walmart’s proprietary insights to connect with the most valuable shoppers at exactly the right moment.

The campaign was executed through Walmart Connect, Walmart’s closed-loop media platform, which gave the iced tea brand access to exclusive shopper data and targeting capabilities. Wunderkind’s media inventory—Post-Content High Impact Video, IAB Display, and VAST video units, was activated within the Walmart Connect DSP to ensure premium placements and optimal timing. By leveraging Walmart’s first-party data, the brand implemented sophisticated targeting strategies focused on Behavioral Tea Switchers, In-Market for Tea, Recent Buyers, Competitive Conquesting, and High Propensity Customers. This enabled the brand to zero in on shoppers most likely to engage and convert, maximizing media efficiency. Wunderkind’s ad units, served only after user disengagement behaviors such as exit intent or inactivity, ensured the messaging appeared in a non-intrusive, brand-safe way, creating a seamless and superior customer experience across Walmart’s digital ecosystem.

The integration of Wunderkind’s post-content ads within the Walmart Connect DSP delivered exceptional performance. Running from 03/01/24 – 04/30/24, the campaign generated over $3M in incremental Walmart sales, achieving an impressive $10.85  return on ad spend (ROAS) overall. Notably, the Tea Switchers audience segment delivered the strongest returns, with $14.18 ROAS via High Impact Ads and a $0.94 Featured ROAS through IAB display ads. Beyond sales, the campaign also drove substantial brand lifts, powered by engaging creative and Walmart’s precise audience targeting. According to a Lucid Brand Lift study, Brand Awareness increased by 2.7%, with a particularly strong 10.3%+ awareness lift among consumers aged 55–64, and an 8.6% improvement in Brand Favorability. This campaign showcased the powerful synergy between Walmart’s exclusive retail data and Wunderkind’s high-performing, non-intrusive ad technology. By delivering the right message to the right audience at exactly the right time—post-content—the iced tea brand not only achieved standout ROI but also strengthened its connection with key consumer segments.